Corporate Marketing Report 2022

Running head: CORPORATE MARKETING
Corporate Marketing
Name of student
Nam of University
Author note

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CORPORATE MARKETING
Executive summary
The report was prepared to apply the AC4ID test framework for enhancing the
corporate brand components for Unilever and create a sustainable position within the
business environment. The research drew information and data from secondary sources
followed by consistent analysis of findings. This has generalised the concept of corporate
brand management and marketing and even allowed the company to fulfil the requirements
all across he various dimensions of the corporate brand. The corporate brand was engaged in
communication with stakeholders and employees for building the brand, generated awareness
among people, drove changes in behaviours an even fostered the development of a good
culture to promote unity and contribute towards the community and environment at large.

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CORPORATE MARKETING
Table of Contents
Introduction..............................................................................................................................4
Technical description of the research and analysis...............................................................4
Presentation of findings...........................................................................................................5
Discussion and assessment.......................................................................................................9
Practical recommendations for the future direction of the brand....................................10

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CORPORATE MARKETING
Introduction
The report is prepared to discuss about the corporate marketing activities considering
the business organisation named Unilever in United Kingdom. The use of Balmer’s AC4ID
Test diagnostic framework will be done for conducting an audit of the business organisation
named Unilever in UK as a major corporate brand, furthermore, ensure analysis of the current
state of the organisation and make strategic recommendations to improve its business
efficiency in the future (Burghausen and Balmer 2015). The topic will also be of significance
because of the extensive knowledge and information to be provided about the corporate
marketing and also the diagnostic process framework, which can help in the managerial
decision making process as well as allow the organization to sustain within the competitive
business environment of UK much more comprehensively. The various aspects of AC4ID
framework will also be included here including the actual corporate brand identity,
communicated brand identity, conceived, covenanted and cultural brand identity along with
the brand strategies and identities required to identify the vision and mission of the
organisation (Unilever.co.uk 2020).
Technical description of the research and analysis
The technical description of the research highlights the importance of using the
Balmer’s AC4ID Test diagnostic framework as a major analytical tool here, on the basis of
the context. This kind of diagnostic has helped in focusing on the fact that both the
corporations and companies should not possess compound identities, which also could be the
result of poor alignment between the organisational culture and corporate brand image, as
represented by the company and supported by the management (Bruce and Solomon 2013).
While conducting the research in the corporate identity, Balmer proposed the AC4ID test
framework to divide the corporate identity into a number of divisions and understand how